This is the burning question that all internet entrepreneurs and SEO experts are continually asking and debating. Recently Google’s 'Penguin' update has been heavily criticised by the web community stating how unfair they are being by punishing websites that use 'Black hat' SEO methods. To me I think that the 'Penguin' update was a stroke of genius and has levelled the paying field, enabling anyone and everyone to profit from Google’s grip on the world (That's a bit of a heavy statement and I will explain). Prior to the Google update, the front pagers as we will call them were all about who was the most sneaky, cunning and involved lateral thinking on behalf of the website who aimed for the position. This often involved heavy usage of 'Black hat' techniques, flooding the internet with garbage and useless information. Think of this as fossil fuels for the global internet. We don’t care how we get tot he top, as long as we are there and 'WHO CARES ABOUT THE LONG TERM AFFECTS!’ Well as a heavy user of the internet, 'I care about the long term affects', because if 'Black hat' techniques were aloud to exist with direct benefit to the propagators, then the internet in 50 years would be full of nonsense articles and junk links just to allow jostling of the search engine front pages. The Google update specifically punishes these links and techniques allowing for the web entrepreneurs and promoters to focus on excellent content and articles, information and links, thus making the internet a wealth of useful information and Google is rewarding those people (like me).